Day 258 - 07 Jun 96 - Page 04
1
2 Q. It would certainly be the key in terms of children's
3 especially close emotional bond with the ronald mcdonald's
4 character?
5 A. He would be one of the key elements, yes.
6
7 Q. OK. I want to see if there is anything else in this
8 document we need to look at. We are just checking for
9 anything else in this document to look at. If we go on to
10 the AF7, 'brand audit research 1994'. This is the same
11 kind of exercise but done two years later?
12 A. That is correct, yes.
13
14 Q. The broad drift of what was in 1992 would be similar in
15 1994 would it?
16 A. Some changes would be apparent, as a result of the
17 activity that we had taken based on 1992, but there was not
18 a huge amount of movement generally in one set of results
19 to the following ones.
20
21 Q. Right. So, we do not need to go into such detail. In page
22 2, 'management summary about the brand image'. The first
23 paragraph, 'In 1992 concern was expressed over the low food
24 values associated with McDonald's. This second wave sees
25 encouraging increases in aspects such as mouth watering,
26 delicious, wide choice and healthy. Conversely, there were
27 decreases in synthetic and not much for vegetarians.
28 Indeed, in comparison with its competitors McDonald's were
29 most tempting and most likely to be something you would
30 have a craving for'. Would that still apply today, that
31 kind of overview?
32 A. That overview; but we did another one of these early in
33 1995 and there is a much more marked decline in our
34 perception of McDonald's as synthetic, or not a place for
35 vegetarians, primarily as a result of activity that we have
36 conducted since then. Can I just clarify? When it talks
37 about low food values the context for that is, in 1992 when
38 customers were asked to brainstorm about what they thought
39 about McDonald's the food hardly featured at all in their
40 thoughts. So it is not referring to a low rating for food,
41 it is people not having a top of mind perception of
42 McDonald's relating to food, it related more to the
43 experience, the service, the cleanliness that you remember
44 from our examination yesterday.
45
46 Q. Right. This kind of tendency regarding the perception of
47 the food, has that been improving since you came into your
48 position or has it sort of gone up and down?
49 A. It kind of went down to 1992, and has been coming back
50 up ever since.
51
52 Q. Right. OK. There are a lot of similar charts for the
53 previous audit, which I will not go into. Then if you
54 look, they are not numbered, these pages, but it is the
55 third table about 8 pages or nine pages in. It says,
56 'McDonald's profile, weight of usership'.
57 A. Yes.
58
59 Q. Now, it is just probably something that will come up a bit
60 later on in those charts but this thing here at the bottom